Opportunity: Cleaf Farms entered the market with a complex business concept; they wanted to repurpose urban warehouses as an aquaponics farm to raise hops and fresh tilapia for local chefs. Aquaponics is a form of hydroponics where plants are grown in water, but fish are a critical part of the nutrient cycle. In securing contracts, Cleaf realized they needed a cohesive approach to branding to attract community partners. 

The Change: With such a unique business model, we knew the brand identity had to help tell their story. Incorporating the fish and leaf into a water droplet ensured everything worked harmoniously, like a hydroponic system. The final brand mark is visually explanatory, so chefs and buyers can understand the farming process at a glance. A natural color palette further enforces the brand’s environmental qualities and extends into apparel and packaging. 

Impact: The new brand was launched to overwhelmingly positive reviews from stakeholders and potential investors. Cleaf is working to raise capital to find a permanent home.